Network Marketing Analysis Based On Growth Hacking Growth Tool

The development of mobile internet has been more than ten years.Now enterprises are facing with the external environment of internet giants,slow growth of online traffic dividends,and rising user acquisition costs year by year.The rapid development of various technologies brought by the third information technology revolution not only provides conditions for the digital upgrading of enterprises,but also puts forward requirements for new marketing means.At the beginning of 2020,COVID-19 suddenly accelerated the promotion of online marketing on the internet.In the circumstance of numerous online channels,various promotion platforms and elusive user preferences,enterprises need to find a way to obtain online traffic,retain users,and let them pay for their products.Especially for start-ups and traditional enterprises that need transformation,these two types of enterprises are confronting great challenges.How can start-ups find a low-cost and fast way to get users and performance growth in the case of resource shortage? In the case of serious homogenization of products,how do traditional enterprises transform to online marketing activities?To address concerns above,this paper introduces the Growth Hacking,a digital marketing tool that rose in Silicon Valley initially popular in the internet industry,and then began to be applied in other industries.Starting from the theory and literature research,the paper firstly introduces the definition and development history of Growth Hacking,and combs the related relationship marketing theory.And it analyzes and explores the relationship between AARRR model and 4R marketing theory.While at the level of work implementation,it analyzes and expounds the relationship between Growth Hacking cycle and PDCA cycle theory.Through two aspects of exploration,the marketing theory support in Growth Hacking is supposed to be found.A double case study is conducted between company H(an internet start-up)and company S(a traditional transformation enterprise),by respectively introducing the industry situation,development history and problems encountered in online product promotion of both enterprises.Firstly,through the comparative analysis of the organizational structure of the two enterprises,the paper expounds the advantages and disadvantages of different organizational structures and the impact on the implementation of Growth Hacking methods.Then it focuses on the detailed analysis of the strategies of AARRR model application for two enterprises,through the comparative analysis in each stage of Acquisition,Activation,Retention,Revenue and Refer,to summarize the problems that the two enterprises should pay attention to and take corresponding measures in the five stages.Finally,through the comparative analysis of the actual operation of the two enterprises' Growth Hacking cycle,we find the differences in the growth efficiency of the two enterprises and the main factors affecting the implementation of the Growth Hacking cycle.In the end,through the case study of two typical enterprises,the paper concludes in prospect regarding the application scope of Growth Hacking,the requirements of enterprise digitization and organizational structure,the core focus of AARRR growth funnel on the combination of product thinking and data analysis ability,and the important role of experimental thinking in the tool.Growth Hacking is just the beginning of digital marketing,which will be continuously developed and evolved,and will be used in marketing activities by more and more enterprises in marketing campaign.